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Article: Visa, Amex in ad battle over acceptance. (acceptance of American Express' new credit card, Optima True Grace)
- Article from:
- American Banker
- Article date:
- October 19, 1994
- Author:
CopyrightCOPYRIGHT 1994 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Visa and American Express have renewed their perennial advertising debate, this time over Optima True Grace.
American Express introduced its new revolving credit card in September, touting at least a 25-day grace period for each purchase.
Since late last month, Visa has been running full-page ads in The New York Times, The Wall Street Journal, USA Today, and daily papers in 11 major cities to pin-point True Grace's shortcoming: merchant acceptance.
Visa's ad shows a globe sprinkled with dots to depict merchants accepting True Grace. A second globe is covered with many more dots to illustrate Visa's superior acceptance.
Last week, American Express answered in ...